Abstract
Given the gradual rise in packed milk consumption in the country, the study
examines the level and determinants of consumer perception of packed milk
in Pakistan. In order to seek the objectives of the study, primary data were
collected through intercept interviews1 of 120 consumers of packed milk from
three major cities of Pakistan i.e. Lahore, Faisalabad and Multan. Mean
Attribute Scores (MAS) and Milk Quality Response Index (MQRI) were
estimated to find out the level of consumers’ perception about various milk
quality attributes like food safety, nutrition, value, price and packaging.
Ordered logistic regression analysis, using ordered categories of MQRI as
the dependent variable, was employed to find out the determinants of packed
milk consumption. The results of the study indicate that consumers mostly
perceive packed milk relatively better due to its various quality attributes.
The estimated ordered logistic regression model reveal that younger,
married and male consumers irrespective of education level have greater
preferences for packed milk. The study suggests that government should encourage and promote investment in milk processing industry in Pakistan.
The milk processing and marketing companies should further improve
various milk quality attributes and offer packed milk at fair price in the
markets.
